Balmain’s first fine jewelry corner in Italy opened in the brand’s boutique in Milan’s Via Montenapoleone on Thursday, ahead of the city’s Design Week.
opened in April 2018, also before Design Week, covering 3,024 square feet over two floors.
Toscano said the collection so far has been selectively distributed, first launched in the New York and Parisboutiques, but revealed that it will also be available at the brand’s Shanghai and Los Angeles stores by the end of the year, after some renovation of the units. The collection is currently distributed through six online partners, from Net-a-porter to Farfetch, and 18 doors of specialty stores in countries such as the U.S., Canada and the U.K.Balmain’s fine jewelry is made in French laboratories, with ethical, recycled 18-karat gold, conflict-free and traceable precious stones, underscored Toscano. To further grow this segment, he is planning to add some production sites in Italy’s storied goldsmith hub of Valenza.
The executive said jewelry is “very appealing to the younger generations, who are not that familiar with established and storied jewelry specialists.” Toscano also contended that the segment is attractive to existing Balmain customers, who already know the brand and its signature designs. “Jewelry is increasingly an integral part of the brand,” he said.
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